Systems and Methods for Using Personas

ABSTRACT

The present invention provides systems and methods for increasing 3rd party advertising on an interactive site, by assigning characteristics to portions of a website, and using those characteristics to personalize presentation of the website by according to personas of visitors. Persona characteristics can represent any distinguishing feature of interest, including for example, gender, marital status, occupation, interests, race, hobbies, business interests, religious interests, etc. In preferred embodiments a service company handles the creation and maintenance of visitors&#39; personas. The company stores relevant information on the computers of users, and then cooperates with the website operator to access that stored information as needed. In a particularly preferred embodiment personalization can be used to assist in deciding what advertisements to display or not display on a website.

This application claims priority to U.S. provisional application Ser.No. 60/854,417 filed Oct. 24, 2006.

FIELD OF THE INVENTION

The field of the invention is advertising.

BACKGROUND

Advertising dollars are rapidly moving away from newspaper, magazine,television and other traditional forms of advertising to interactiveadvertising, most notably interactive advertising on the Internet. Inthat space hundreds of millions of web sites compete for viewership, byproviding content or functionality of interest to their respectiveaudiences. Typically the sites receive income not by direct payment fromadvertisers, but from third party sources (Google™, Yahoo!™, etc) thatchannel ads to the websites, and revenue share with the websites on thebasis of click-throughs. Advertisers typically pay for click-throughsaccording to prices determined by an auction system.

The above-described system leaves individual web sites with relativelylimited options as to increasing advertising revenue. They can to try todraw additional viewers to their sites, or increase viewing residencetime, by improving the content or functionality of the web pages, andthey can provide additional space for advertising on the pages. Butthose goals work at cross-purposes. Improving content usually meansproviding less advertising space, and visa-versa.

There has been some discussion in the patent literature regarding use ofpersonal profiles and personas to improve web searching. U.S. patentapplication Ser. No. 11/166,926 entitled “Dynamic Search Processor”addresses that topic, as did its priority documents provisionalapplications 60/583,294 filed Jun. 25, 2004 and 60/593,034 filed Jul.30, 2004. These and all other referenced patents and applications areincorporated herein by reference in their entirety. Where a definitionor use of a term in a reference, which is incorporated by referenceherein is inconsistent or contrary to the definition of that termprovided herein, the definition of that term provided herein applies andthe definition of that term in the reference does not apply.

But those documents did not squarely address how persona searching couldhelp web sites to improve revenue derived from 3rd party advertising ontheir sites.

SUMMARY OF THE INVENTION

The present invention provides systems and methods for increasing 3^(rd)party advertising on an interactive site, by assigning characteristicsto portions of a website, and using those characteristics to personalizepresentation of the website by according to personas of visitors.Persona characteristics can represent any distinguishing feature ofinterest, including for example, gender, marital status, occupation,interests, race, hobbies, business interests, religious interests, etc.

In preferred embodiments a service company handles the creation andmaintenance of visitors' personas. The company stores relevantinformation on the computers of users, and then cooperates with thewebsite operator to access that stored information as needed. Thatstrategy allows for globalization of the personas, at least to theextent that some or all of the underlying information is available toother interactive web sites. It is also contemplated that the service ora related entity can provide software through which visitors canexpressly identify themselves as having previously stored personas, oras being interested in storing personas.

Personalization can take place in many ways. For example, personalizingcould be used to filter out adult material, to restrict or gain accessto particular web pages, or for implying or filtering out key words in asearch.

In a particularly preferred embodiment personalization can be used toassist in deciding what advertisements to display or not display on awebsite. That feature is particularly advantageous to website owners whoderive revenue from advertising. They have limited advertising “realestate”, and naturally want to maximize the revenue from that space bymore closely tailoring the advertisements to the characteristics of thevisitors. Although any suitable characteristics could be used, preferredcharacteristics are the previously stored persona characteristics. Othercontemplated characteristics are restricted advertisers, which canadvantageously be at least partially specific to the site.

Another aspect of the inventive subject matter includes tracking whatcontent is being displayed by persons having various personas, andcharging 3^(rd) party advertisers for summary information thatassociates content with those personas. Advertisers can thus obtainpotentially valuable insight into the characteristics of visitors whoview particular materials, or visit particular web sites and web pages.Here again, the personas can be globalized for use on multiple sites, sothat the visitors do not need to maintain different personas fordifferent sites.

Still another aspect of the inventive subject matter includes comparingrevenue obtained from a given web site before and after implementationof a system that associates persona characteristics with a contentelement of the site, and revenue sharing a portion of the difference.The measurements and revenue sharing can be done on any suitable levelof granularity, down to a web page level and below. It especiallycontemplated that revenue sharing web sites will encourage web users(also referred to as “visitors herein” to identify themselves usingpersonas.

From a visitor's standpoint, the contemplated systems and methodsimprove their ability to control their web experience, without having tocustomize each and every website they visit. Moreover, the contemplatedsystems and methods allow the visitors to shift with ease amongdifferent personas, and see that current persona be implementedthroughout cooperating websites. And, at least in preferred embodimentsthere is an added measure of privacy that should be desirable to thevisitors; the personas are created and modified by the visitorsthemselves, not by computer tracking their web habits.

BRIEF DESCRIPTION

FIG. 1 is a mock up of a web page customized by application of Personacharacteristics.

FIG. 2 is a mock up of a web page resulting from a user choosing a“quick pick” Personas.

DETAILED DESCRIPTION

Those skilled the art will readily appreciate that the systems andmethods contemplated herein could be implemented under any brand name ornames. For simplicity of description, however, such systems and methodswill be described with respect to a particular implementation under thereal-world mark, iPersona™.

In general, iPersona software can be thought of as increasing the“stickiness” of publisher web sites to visitors by providing morepersonalized, relevant content selection. Increased relevance ofdisplayed content to visitors results in more page views per uniquevisitor session and promotes more return visits. Additional page viewsincrease partner/publisher web site ad revenue and also increases theopportunity to sell products through a more targeted commerceexperience. With iPersona every user's multiple areas of interest arepersonalized, thereby providing greater relevance of web site content.This results in revenue for iPersona by providing enhanced contentselection, reporting, and precision targeting of online ads.

In preferred embodiments the relevant software can be simply and quicklyinstalled on top of any web site. The software product enhances therelevance of content selection, enables demographic reporting, andfacilitates the targeting of banner ads and pay per click search resultsto active “Personas” across the entire Internet. It is contemplated thatthe technology can be delivered in any suitable manner, including forexample, through partnerships with content publishers and e-commerceportals.

In a typical implementation, web users can voluntarily create and savetheir own “Personas,” specifying their unique and changing goals,interests and settings. Users can create one or multiple Personas,reflecting the premise that all users are not a single, static“personality,” and their goals and objectives change in differentbusiness or personal situations. For example, as a user browses to the“music” channel at www.AOL.com with a “classic rock” Persona defined,the content provided would match that criteria and would be vastlydifferent from a Persona defined with “hip-hop.” In addition, web userscan define Personas with different goals for family members or others toenhance targeted discovery for third parties.

Preferably, web users can create their Personas in a privacy-friendlyenvironment with full opt-in and opt-out controls. This is anotherelement that sets iPersona apart from other content personalization andad targeting companies. All demographic and psychographic personainformation is stored and managed by iPersona. No other web site hasaccess to that information.

A. Revenue Generation

Revenue is contemplated to be generated in any of three main ways: (1)Publishers pay for incremental page views generated by visitors as aresult of iPersona personalization; (2) publishers purchase visitoractivity reports, including demographics, for advertisers who wish tomaximize their Return On Investment (ROI); and (3) advertisers pay forthe capability to target specific advertisements to visitors accordingto their Personas.

Contemplated application partners include online publishers who producerevenue from advertising sales and delivery, product transactions, orsubscription services. These entities can reap the following benefits:

-   -   Content Selection—contemplated systems can easily install on any        web site (1 point of integration), such as a content publisher,        social networking or special interest site. In combination with        the partner site, this enables the automatic dynamic display of        Web Site content corresponding to user-defined interests,        demographics, and personal objectives. On-site search is        enhanced to increase relevance of site content results. The        visitor's user experience is enriched, increasing the revenue        potential of the partner site through more page views and return        visits.    -   Commerce—contemplated systems can quickly installs on any        e-commerce web site (1 point of integration). Enables        personalized shopping/purchasing recommendations based on a        visitor's pre-defined interests, settings, and purchase/browsing        goals. By matching relevant products to the user's        persona-defined needs, this allows the partner to increase        revenue from transactions through a higher conversion rate.

Consumers, i.e., visitors to the web sites, can also benefit as follows:

-   -   Employing easy-to-use tools, a web site visitor can develop one        or multiple profiles (known as Personas) containing personal        goals, settings, and interests. These Personas travel with the        user across the web.    -   Advanced iPersona relational database methodology extracts        concepts from Personas and builds relevant content linkages.        Personas can be saved and interact with any partner site.    -   Each iPersona-enabled partner site provides a focused,        personalized web experience.    -   A single-click, opt-in process does not require formal        registration, provides individual user control, and protects        privacy.

For Advertisers and Publishers the benefits are contemplated to include:

-   -   The technology can enhance publisher content selection, such as        product or articles lists, and/or search results by applying        information from a user's chosen Persona(s). For example, an        advertisement could include code that will “ask” whether a        persona cookie resides on the user's computer, and could provide        the user with different information (or even a completely        different link) depending upon the persona. Since this increases        the value of the ad to the user, this is expected to increase        the number of “page views” the unique visitor will request,        thereby dramatically increasing the ad serving opportunity,        which drives publisher revenue.    -   The technology can provide detailed ad reporting that reaches        across the entire web without behavioral tracking of        individuals. Tracking of Personas is not limited to a        publisher's “closed” network of partner sites but reports on ad        interaction with any Persona anywhere on the web.    -   The technology can provide superior demographic and dynamic        contextual ad targeting without behavioral tracking or fixed        boundaries of traditional contextual selection.    -   The technology can enable publishers to customize Web page        content and/or presentation of navigation choices by applying        Persona characteristics with non-obvious related subject matter,        products and services. Publishers can create a “My ______        Publisher” experience for any content page by linking Personas        to a unique visual representation of content selection. An        example is shown in FIG. 1. Selection of any of the “quick pick”        Personas might result in a display such as that of FIG. 2.

B. The Technology

The implementation by iPersona™ focuses on storing attributes of sitevisitors in personas, and helping web site owners increase their revenueby using the personas to target information to those visitor through useof the personas. These core functions can be thought of as encompassingthree primary processes:

-   -   Allowing visitors to create Personas that travel with the user        across multiple Web sites;    -   Using information from the Personas to enrich the visitor        experience by delivering highly relevant content matching the        user's interests and goals. This powerful content        personalization is achieved through proprietary technology that        performs semantic and conceptual analysis of personas and        publisher sites;    -   Using Persona information to target advertisements to user        subject interests and demographics.

When users come to an iPersona-enabled site, visitors have the option touse a previously defined Persona or create a new one. For example, whena user comes to SmallBiz Resource.com, iPersona code detects that theuser has previously defined two personas. A simple, integrated interfaceallows them to select either persona from a drop-down menu. Alternately,the user can choose from a list of “popular Personas”—a list that hasbeen custom built for that site based on available concepts.

If users have not previously defined a Persona, or want to create a newone, they can use the integrated iPersona interface to build a newPersona. The choices that users make about their subject interests,search goals and demographics constitute the new Persona. Users can alsodefine new attributes and characteristics for Personas on-the-fly.

Competitive Advantage: Low-Cost Content Personalization, DemographicReporting and Ad Targeting Across the Web

There are a number of unique selling points associated with iPersonathat provide key competitive advantages:

-   -   Affordable Content Personalization: Web publishers can implement        a content personalization strategy through a low-cost,        pay-as-you go licensing model based on incremental page views        resulting from the iPersona technology rather than a large        upfront licensing fee and tens of thousands of dollars spent on        programming.    -   Ease of Deployment: Unlike other content personalization        technologies that require long and involved development        timelines and a great deal of financial commitment for        programming resources, iPersona is fast, easy, and painless (an        easily installed configuration file and one line of code for        on-page integration).    -   Universal Content Personalization: The iPersona content        personalization can be applied to any content on the page:        Articles, e-commerce, directory listings, search results, video,        audio, and advertising.    -   Full Web Analytics: A complete suite of reporting tools        providing intelligence regarding user behavior on a single web        publisher's site or network of sites, including page views,        visits, path analysis, transaction summaries, ad views, clicks,        and more with overlays from relevant Personas including,        demographics, personal interests and characteristics, and        geographical location.    -   Ad Targeting: Superior ad-targeting based on explicitly        communicated characteristics rather than contextual or        behavioral assumptions.    -   Privacy Friendly: Users opt-in to the iPersona technology rather        than being tagged by a third-party cookie without their        knowledge. The iPersona technology is implemented with full        knowledge by the user and features the ability to opt-out at any        time.    -   Portability: Active Personas are applicable on all sites enabled        with the iPersona technology. Therefore, a Persona created on        one host site will be equally valid on another site containing        the iPersona technology. In addition, Personas can be easily        moved from one computer to another so users do not have to        recreate their Personas.    -   Easy Integration into Ad Serving Networks: Ad campaigns can be        easily trafficked through ad serving networks using iPersona        iframe, ilayer, or Javascript tags, providing internet        advertisers with the ability to communicate their marketing        messages to the Personas of their choice, regardless of whether        those Personas are viewing iPersona affiliates or not. iPersona        can track, report on, and serve targeted ads to users across the        Web. User Personas are detected in one of four ways: (a) Sites        that integrate iPersona, (b) sites that carry advertising that        is affiliated with a partner ad network, (c) sites that are        directly partnered with iPersona and serve their own ads,        and (d) sites that carry ads from companies directly working        with iPersona.

iPersona technology also creates a perfect entry point to capturedemographic and psychographic data of Web users while maintaining theirprivacy. This allows Web publishers, ad networks, and e-commerce sitesto offer more detailed reporting and specific audience targeting toadvertisers at a price premium.

C. Modules

It is currently contemplated that the technology can best be implementedin stages, for example, as follows:

-   -   Charge a license fee for the personalization technology. The        publisher will pay a CPM fee for those pages requested by a        visitor's browser that has been modified using the iPersona        Software. This stage involves no upfront publisher investment.    -   Charge a CPM fee for advanced ad reporting. iPersona will        release an advanced ad reporting module that will give        advertisers detailed information beyond clicks and impressions.    -   Charge a CPM fee for advanced ad targeting. iPersona will        provide an ad-targeting module that enables advertisers to show        their ads to specific personas.

Thus, systems and methods for using personas to increase 3^(rd) party adrevenue have been described. It should be apparent, however, to thoseskilled in the art that many more modifications besides those alreadydescribed are possible without departing from the inventive conceptsherein. The inventive subject matter, therefore, is not to be restrictedexcept in the spirit of the appended claims. Moreover, in interpretingboth the specification and the claims, all terms should be interpretedin the broadest possible manner consistent with the context. Inparticular, the terms “comprises” and “comprising” should be interpretedas referring to elements, components, or steps in a non-exclusivemanner, indicating that the referenced elements, components, or stepscan be present, or utilized, or combined with other elements,components, or steps that are not expressly referenced. Where thespecification claims refers to at least one of something selected fromthe group consisting of A, B, C . . . and N, the text should beinterpreted as requiring only one element from the group, not A plus N,or B plus N, etc.

1. A method of increasing revenue from 3^(rd) party advertising on aninteractive site, comprising: identifying a set of characteristics usedin creating personas; differentially assigning subsets of the set ofcharacteristics to first and second pages of the site; discovering acurrent persona of a visitor to the site; and personalizing at least oneof content, navigation, and presentation of at least portions of thesite according to correspondences between the assigned subset andcharacteristics of the persona.
 2. The method of claim 1, wherein thepage are web pages on the Internet.
 3. The method of claim 1, whereinthe step of identifying comprises receiving the set from a servicecompany that keeps track of personas for individual persons.
 4. Themethod of claim 1, wherein the step of discovering the persona comprisesreceiving information from data stored on a computer being used by thevisitor.
 5. The method of claim 1, wherein the step of discovering thepersona of the visitor is globalized at least to the extent that it isavailable to other interactive web sites.
 6. The method of claim 1,wherein the step of personalizing comprises filtering of the contentusing an adult material filter.
 7. The method of claim 1, wherein thestep of personalizing comprises filtering of the content using a keyword filter.
 8. The method of claim 1, further comprising including codein the 3^(rd) party advertisement that tailors information provided tothe visitor according to at least one of the characteristics.
 9. Themethod of claim 1, further comprising including code in the 3^(rd) partyadvertisement that tailors a link used by the visitor according to atleast one of the characteristics.
 10. A method of displaying 3^(rd)party advertising on an interactive site, comprising: receiving firstand second advertisements for display on the site; and deciding not todisplay the second advertisement to a visitor based at least in part ona characteristic extrinsic to the advertisement.
 11. The method of claim10, wherein the characteristic comprises an aspect of a persona of thevisitor.
 12. The method of claim 10, wherein the characteristiccomprises an aspect of the first advertisement.
 13. The method of claim10, further wherein the characteristic comprises an advertiser beingreferenced in a listing of restricted advertisers.
 14. The method ofclaim 10, further wherein the listing is at least partially specific tothe site.
 15. A method of increasing revenue from 3^(rd) partyadvertising on an interactive site, comprising: discovering personas offirst and second visitors to the site; obtaining tracking information asto what content is being displayed by each of the first and secondvisitors; associating the tracking information with the personas; andobtaining compensation for providing summary viewing informationrelating to the personas.
 16. The method of claim 15, wherein the stepof discovering the personas comprises interrogating computers being usedby the first and second visitors.
 17. The method of claim 15, whereinthe persona of the first visitor is globalized at least to the extentthat it is available to other interactive web sites.
 18. The method ofclaim 15, wherein the step of obtaining tracking information comprisesdetermining which pages of the site are being viewed by each of thefirst and second visitors.
 19. The method of claim 15, wherein the stepof obtaining tracking information comprises determining which how longindividual pages of the site are being viewed by each of the first andsecond visitors.
 20. The method of claim 15, wherein the summary viewinginformation comprises data associating the content with the personas.21. The method of claim 15, wherein the summary viewing informationcomprises data associating the content with individual characteristicsof the personas.
 22. A method of obtaining revenue from an interactivesite, comprising: obtaining a first measure of revenue generated as aresult of a visitor using the site; assisting in implementation of asystem that associates persona characteristics with a content element ofthe site; personalizing at least one of content, navigation, andpresentation of the content element as a function of (a) a persona of avisitor to the site and (b) at least some of the associated personacharacteristics; obtaining a second measure of revenue generated as aresult of a visitor using the site as personalized; and revenue sharinga difference between the first measure and the second measure.
 23. Themethod of claim 22, wherein the first measure is granular to down to atleast a web page level.
 24. The method of claim 22, wherein the firstmeasure is granular to below a web page level.
 25. The method of claim22, wherein the content element of the site comprises a web page. 26.The method of claim 22, wherein the persona characteristics correspondto at least three items selected from the list consisting of age,gender, marital status, occupation, interests, race, hobbies, businessinterests, and religious interests.
 27. The method of claim 22, whereinthe step of revenue sharing provides a portion of revenue share to anentity that encourages web users to identify themselves using personas.28. The method of claim 22, wherein the step of revenue sharing providesa portion of revenue share to an entity that provides software throughwhich users can identify themselves using personas.